Storytelling tips for businesses

Telling your story well. The following are five practical tips on how to integrate storytelling into your own activity:

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  1. Target your audience. What are the emotional benefits / unique selling points of your product?

  What’s your story and how does it appeal to visitors? Make your business stand out by sharing your story.

  Give an insight into how your business began or share behind-the-scenes content.

  Start by understanding your audience, and who your customers are. Our research papers to better understand our visitors and why they choose Scotland.

  Take a look at our research papers.

  For example, the Outlander effect resonates with both international and domestic visitors. Both will want to visit the filming locations, but their interpretation of stories may be different.

  Domestic audiences tend to have greater knowledge of local history compared to international visitors, whose knowledge may be exclusively taken from the fictional plotlines.

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  2. A picture speaks a thousand words

  Don’t underestimate the impact of inspiring and engaging video and imagery. Consider how the right imagery can help you tell the story of your business, or sell your products, across your platforms.

  As well as sharing your own content, why not take a look at our Media Toolkit. It hosts a range of free video and photo content  which you can use to inspire visitors.

  Browse our Media Toolkit.

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  3. Keep your message succinct and clear

  When telling a story, less is more. It’s better to share fewer shorter pieces of content, than one very long piece. Carefully consider the top one or two key points you want to share– and stick to it.

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  4. Have a clear call to action

  Consumers are time poor so having a clear call to action (a link to your website, booking website or phone number) is crucial. Then if they are interested in finding out more or booking they know where to go.

  Establish your goals for storytelling. Do you want to drive visitation, advocacy, promotion, or engagement? Objectives can be long-term goals rather than the short-term benefit.

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  5. What’s the right platform for your story

  There are lots of options to tell the story of your business through different channels. Think about who your consumers are and where they’re likely to be found, and where they’re likely to engage most with your content.

  Storytelling works well with a mix of media. Instagram and Facebook allow video, audio, images and text to immerse the viewer. This gives them various ways to engage, respond and interact with your content.

  Why not take a look at some tips we have put together on how to improve your social media presence.

  Read our six tips on how to improve your social media presence.